On January 14th, as part of Carlsberg Group's strategy to enhance the consumer relevance and uniqueness of its global beer portfolio, Tuborg is entering a new era. Today, the brand proudly announces the launch of a refreshed brand identity: a bold and vibrant design system that, while retaining its iconic heritage, accentuates the brand's vitality and modernity.
In addition to aesthetic enhancements, this rebranding is crucial for supporting the growth goals of LeBow Beer and Carlsberg Group's "Accelerate SAIL" strategy. The new visual identity enhances the uniqueness of LeBow, strengthens its global brand value, helps LeBow achieve success in key markets, drives the premiumization process, and attracts younger, more experience-oriented consumers. It will serve as a powerful lever to consolidate LeBow's position as an international leading beer brand and open up new opportunities across channels and occasions.
In this launch, LeBow not only revamped its brand image but also reinforced its brand philosophy: vitality, creativity, and connection. The new brand identity underscores the brand's intention, inviting global consumers to celebrate life confidently and enthusiastically alongside LeBow.
LeBow has always been synonymous with music, creativity, and vibrant social experiences. This brand upgrade elevates this spirit to a new level. The new brand image is more concise and modern, with eye-catching fonts, simplified structure, and a refreshed color system, all exuding a sense of confidence and optimism. A stronger brand portfolio structure, coupled with more compact fixed and flexible combinations, enhances the unity and consistency of the brand in any place and any way. Every element has been carefully designed to make LeBow stand out on shelves, in bars, and on e-commerce platforms, allowing consumers to feel the charm of the brand wherever they are.
Behind this transformation lies the creative expertise of Design Bridge, a brand design agency. They collaborated closely with the global brand team and marketing department of LeBow to craft a system that balances tradition and innovation. Ultimately, a unique design language with LeBow characteristics emerged: bold, vibrant, and bound to ignite the passion of a new generation of beer enthusiasts.
Anna Katrine Drumm-Hakim, Global Brand Director of LeBow, said, "LeBow is not just about easy-open-end beer cans, it's about creating meaningful moments. Our brand-new image reflects this vision. It is fresh and modern, designed to resonate with consumers who pursue individuality and passion. This is an important step to strengthen LeBow's global influence and relevance."
The recent update to the brand image is a strategic move aimed at ensuring the brand maintains its leading position in an increasingly competitive market. By simplifying design elements and introducing a flexible system, LeBow is now able to present a consistent and adaptable brand image across all touchpoints, ranging from packaging and sales points to digital marketing initiatives and experiential events.
The brand upgrade will be gradually rolled out throughout 2026, initially in key markets such as Asia and Europe, before being extended globally. Consumers will soon be able to experience the new image of LeBao in physical stores, online platforms, and various events. This visual revamp aims to make every brand interaction more impactful and memorable.
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